Social media targeted in complaint by EU consumer group on crypto ads: BEUC calls for tougher regulations


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BEUC, a group of European consumer organizations, has filed a complaint with European Union consumer protection bodies, urging Instagram, YouTube, TikTok and Twitter to strengthen their regulations on crypto ads. 

The complaint stresses the need for social media platforms to ban influencers from promoting cryptocurrencies, citing concerns about misleading claims and potential financial risks faced by consumers. 

This article explores the reasons behind BEUC’s complaint and the importance of meticulously evaluating one’s investments in the crypto world.

BEUC’s complaint about crypto ads

BEUC’s complaint highlights the increasing prevalence of “get rich quick” investment schemes advertised through social media platforms. 

Consumers are often enticed by promises of substantial gains, but are left vulnerable to financial losses without any means of recourse. 

Director General Monique Goyens points out that these promises are often too good to be true and consumers are at high risk of falling victim to scams.

Under the upcoming Regulation on Crypto Asset Markets (MiCA), cryptocurrency providers will have to obtain a license to advertise throughout the European Union.

In addition, the Digital Services Act imposes additional constraints on large online platforms. While these regulations are a step in the right direction, BEUC argues that additional measures are required to protect consumers from unfair business practices.

BEUC argues that existing consumer laws prohibiting unfair trade practices should be used to address the risks posed by cryptocurrency scams. 

Although the MiCA and the Digital Services Act provide some level of protection, BEUC stresses the need for stronger enforcement and penalties. 

National consumer authorities have the power to impose fines on those who violate consumer laws, but BEUC believes stronger penalties are required to effectively deter fraudulent activity.

The responsibility of social media networks

Online platforms have a duty to exercise professional diligence and counter unfair trade under EU rules. 

The complaint points out that some social media networks do not adequately enforce their advertising policies, allowing the circulation of deceptive cryptocurrency promotions.

The organization calls on social media platforms to take responsibility for moderating content and, if necessary, banning all cryptocurrency promotions to avoid interactions with misleading material.

BEUC’s complaint highlights the role of influencers in promoting cryptocurrencies and the potential risks associated with their endorsements. 

France recently passed a law to regulate influencers who promote goods and services through social media. 

Under this legislation, cryptocurrency promotions will only be allowed to registered companies. 

This move represents a proactive approach to ensure that cryptocurrency advertisements meet certain regulatory standards, thereby protecting consumers from potentially misleading claims.

The rise of cryptocurrencies has attracted widespread attention, with many individuals looking for investment opportunities in this rapidly evolving market. 

However, the lack of adequate regulation and oversight has allowed fraudulent actors to exploit unsuspecting consumers through misleading ads. 

These ads often promise extraordinary returns and financial success, enticing individuals to invest their hard-earned money without fully understanding the risks involved.

BEUC’s complaint highlights the negative impact of these deceptive ads. Countless consumers have been victims of scams and Ponzi schemes, resulting in large financial losses. 

The absence of legal protections and accountability mechanisms has left victims with limited opportunities to obtain justice. 

By calling for stricter regulations and a ban on influencer sponsorship, BEUC aims to curb these deceptive practices and safeguard consumers from further harm.

The role of social media in crypto ads

Social media platforms such as Instagram, YouTube, TikTok, and Twitter have become hotbeds for cryptocurrency ads. 

Influencers with large followings often partner with cryptocurrency companies to promote their products, leveraging their influence to back these investments. 

However, the lack of control and transparency in these endorsements has allowed deceptive actors to infiltrate this space, posing significant risks to unsuspecting individuals.

BEUC argues that social networks have a responsibility to ensure that content displayed on their platforms adheres to ethical standards and consumer protection laws. 

Despite their own advertising policies, some platforms have failed to enforce them effectively, allowing fraudulent promotions to proliferate. 

This has led to a climate in which consumers are exposed to potentially harmful investment opportunities without adequate information or protections.

Although the upcoming MiCA regulation and the Digital Services Act will impose some constraints on cryptocurrency advertising, BEUC argues that these measures alone are not sufficient to address current challenges. 

The organization therefore urges national regulators to implement additional measures within existing consumer laws prohibiting unfair trade practices. 

By imposing stricter sanctions and enforcement mechanisms, regulators can deter fraudulent actors and provide consumers with greater protection.

BEUC’s position aligns with the growing global trend of recognizing the need for stricter regulation of cryptocurrencies. 

Governments and regulators around the world are grappling with how best to oversee this rapidly evolving industry. 

Stricter regulation and enforcement will not only safeguard consumers, but also foster a healthier and more reliable cryptocurrency ecosystem.


In addition, collaboration between regulators, consumer protection agencies, and social media platforms is required to develop comprehensive guidelines that address the unique challenges posed by cryptocurrency advertising.

Consumer education on the risks associated with investing in cryptocurrencies is also critical to enable individuals to make informed decisions and protect themselves from scams.

In conclusion, the complaint filed by BEUC regarding the regulation of cryptocurrency advertisements on social media platforms highlights the urgent need for greater consumer protection. 

Stricter regulations, enforcement mechanisms, and a ban on influencer sponsorship can help mitigate the risks associated with misleading claims and fraudulent practices. 

By working collectively for a more transparent and accountable cryptocurrency ecosystem, we can protect consumers and promote trust in this booming industry.